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Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
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- PublisherPearson
- Publication date2012
- ISBN 10 0132664259
- ISBN 13 9780132664257
- BindingHardcover
- Edition number4
- Number of pages608
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